P&G warns of UK double-dip

Procter & Gamble (P&G) is re-evaluating its marketing plans in anticipation of a double-dip recession.

P&G: anticipating a double-dip recession
P&G: anticipating a double-dip recession

Speaking at the IGD retail conference in London this week, Irwin Lee, P&G’s UK and Ireland vice-president and general manager, said there was a growing danger that the UK will ‘talk [itself] into a double-dip recession’.

Lee set out a three-point marketing plan to keep consumers interested in P&G’s brands, which include Gillette and Head & Shoulders: to ‘disrupt categories’ with innovation; to offer products at a range of income brackets; and to move into new product sectors.

He added that consumers were ‘receptive to innovation, even in the darkest of economic times’.

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